The effect of the interaction between tariff modulation and transparency on the customer's dissatisfaction: The case of Tunisia

Abstract

The mechanisms whereby the transparency of tariff information counterbalances the dissatisfaction spawned by the application of tariff modulation in competitive service are unclear. This research examines the idea that transparency on tariff information can reduces dissatisfaction due to tariff modulation through both a negative direct effect and a negative moderation of the effect of tariff modulation. A survey was conducted to examine the conceptual model in the hospitality industry in Tunisia. Our results give credit to the proposed model by highlighting the positive impact of transparency on tariff information. Managerial implications are presented and discussed at the end of the paper.